By Lisa R. Foeman

Have an idea for cable programming? Chances are you’ll pitch it to Viacom, that media giant whose revenues topped $12 billion in 1998. Viacom, also the largest educational publisher in the United States, owns Showtime, Nickelodeon, Paramount Pictures, MTV, VH1, The Movie Channel, and Blockbuster stores, just to name a few.

How do you successfully pitch a project? For starters, thorough research is essential. “It’s not just about throwing your project out there. If someone is going to pitch something to me, they should know what kind of material I’m looking for to begin with,” advised Pearlena Igbokwe, Vice President of Original Programming at Showtime Networks, Inc. To ameliorate liability concerns and to increase the chances that your idea will be heard, it is recommended that a reputable agent, director, or producer pitch your idea. “You want to get it to a producer who can help you package and market it in the appropriate way,” Igbokwe suggested. If you forego representation, but have a strong, solid idea, do display “passion,” urged Michelle Reid from Nickelodeon Development. It could be a determining factor.

You should present a treatment, a short synopsis of the project, along with preliminary budgets and staffing ideas to illustrate how the project satisfies the network’s programming criteria. Showtime, for instance, looks for “unique[], provocative, controversial, [and] cutting edge” projects “that can’t be done on the broadcast networks, either in terms of subject matter or the approach to the subject matter,” stated Igbokwe. Contrary to this, Nickelodeon pursues imaginative, zany, uncontroversial, and entertaining stories that provide “a safe area for kids,” Reid offered

If the pitch is accepted, a development executive is assigned and a development deal negotiated that sets forth a list of deliverables (e.g., a script) and the network’s expectations. The development executive not only provides critical insight into the network’s internal processes and perspectives, but also serves as the inside advocate for the project. That’s why establishing a good rapport with this person is vital in Reid’s opinion.

Upon fulfillment of the terms of the development deal, a pilot may be produced. If produced, the network then determines whether to include it in its lineup. While many factors affect this major decision, market research is the primary consideration, cited Reid.

According to market research, people of color comprise a significant percentage of Showtime’s and Nickelodeon’s audiences. Explained Reid, “in addition to just showing and providing programming [appealing to this audience] . . . we’ve really tried to and succeeded in having a very authentic voice when it comes to programming.” Nickelodeon ensures this “authentic voice” by recruiting behind-the-scenes, minority talent “who can provide very legitimate and real perspectives,” Reid added.

In an effort to introduce the work of emerging African-American writers and directors, eight years ago Showtime developed the annual Black Filmmakers Showcase. Applicants submit a 15-30 minute short film, and Showtime airs the films of the top 3-5 finalists. Of these finalists, one receives a $30,000 grant to develop a short film for exclusive premiere on Showtime. According to Igbokwe, this is an “invaluable” introduction to the “whole development process.” That it is! M

August 1999